College Branding

Moez Limayem's four-continent journey from Tunisian boy to new dean of the University of South Florida's College of Business may be the story of the future of the school as much as the history of Limayem.

Limayem (pronounced Le-my´-em) has seen firsthand what works and what does not in the reality of a global economy. And what does not work is what the business college is now: plain and unremarkable to the outside world.

“This is one of the best hidden secrets,” says Limayem, who seems unable to speak without smiling. “Strong support internally and from the business community. This is every dean's dream.”